With a now infamous CBS interview that broke nearly every crisis PR best practice, R&B singer R. Kelly may serve as the year’s best example of a TV interview gone wrong. While the televised train wreck was a clear mistake on Kelly’s part that further damaged his image, others can learn from him and avoid making similar mistakes.
For every business executive or high-profile individual, it’s absolutely vital to understand what it takes to turn media interviews into successes, especially during times of crisis. As the founder and CEO of a public relations and crisis management firm, here are my top tips on what to consider before getting in front of the camera.
Decide if an interview is the right way to go.
Before nailing a TV interview, it’s important to determine whether it would be the best option for effectively driving a message. Agreeing to this type of interview can be tempting in the midst of a controversy out of a desire to “set the record straight.” But weighing all the available options before jumping at the chance to sit down in front of the camera is crucial.
Depending upon the communications goal, it may make more sense to issue a written statement or agree to respond to written questions via email. If the situation calls for a more personal touch, then it would be advisable to self-produce a video and release it through online platforms.
Done properly, such videos can help individuals convey sincerity while retaining full control of their message. Additionally, established brands and public figures usually have built-in fanbases to help spread and amplify their messages. In any case, it’s always important to formulate an approach that is strategic and mitigates risk.
Understand the consequences going in.
After considering all possibilities, it may be most beneficial to proceed with a televised interview. But understand that it can open the door to many additional hazards if things go poorly. If your in-house PR team or outside agency has determined that going on TV is the best way to take your story to the public, then always invest the time to be thoroughly prepared.
Television interviews are high-stakes affairs and provide journalists ample opportunity to pry into uncomfortable topics or fish out juicy soundbites that could be taken out of context or which actually work against you and your interests. Fortunately, there are ways to help individuals navigate these potential dangers and instead capitalize on the high degree of exposure that TV broadcasts provide.
Prepare, prepare, prepare.
One way to do so is to develop aggressive Q&A messaging ahead of time with skilled PR pros and media trainers who fully understand the issues at hand and can help you craft a compelling narrative.
It’s also advisable to undergo several rounds of aggressive mock interviews, staged with bright lights and a camera to simulate the experience. The interviewee should feel confident, prepared and ready to perform under any circumstances. Recording the practice conversations, reviewing the clips and refining delivery as appropriate is a proven way to improve performance.
As part of the preparation process, it’s also important to identify key target audiences. For public figures facing controversy, there will always be unreachable critics. Conversely, there are typically loyal supporters or fans rooting for them and inclined to offer support. But the oft-neglected audience is the most critical -- people on the fence and waiting for more information before passing judgment. These folks are up for grabs and you have the opportunity to sway them to your side. Fine-tuning your messaging to reach this key target audience can transform the interview into a powerful PR tool that accomplishes your goals.
Consider the visual medium.
Another point to consider is that TV is a visual medium. Optics matter, and they matter more than ever with the rise of the internet and social media platforms that disseminate interviews. They magnify the reach of interviews and influence the perceptions of hundreds of millions of people. Businesses and individuals should be aware of how their every action may be perceived by these online observers. Regardless of where the interview leads, stick to a well-formulated plan and maintain discipline in order to avoid becoming a spectacle.
Lose your composure or behave inappropriately and you run the risk of equipping armies of Twitter and Instagram critics to take your appearance out of context and turn you into the latest meme. To avoid becoming a viral sensation or the cold open for Saturday Night Live, as R. Kelly did, conduct the interview with dignity and focus on calmly and effectively delivering your message to viewers.
Properly executed, a television interview can be a powerful device for organizations or public figures to share their stories and help build credibility. By preparing in advance and leveraging proven best practices, sitting down with a seasoned reporter can produce a dream opportunity rather than a PR nightmare.
